品牌资产构建:基于企业社会责任还是企业能力?
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外国经济与管理 2014 年 第 36 卷第 11 期, 页码：22 - 32
摘要
参考文献
摘要
本文依据线索利用理论、品牌次级联想理论以及品牌价值链理论等相关理论,以消费者所熟悉的生产快速消费品、耐用消费品和高科技产品的跨国公司为测试对象,探讨了企业社会责任和企业能力两类企业联想对消费者视角和产品市场产出视角的品牌资产的影响。研究结果表明,这两类企业联想都是影响品牌资产的重要因素,并且它们的影响具有普遍性和行业差异性——在快速消费品行业和耐用消费品行业,企业社会责任对品牌资产的影响要大于企业能力的影响;而在高科技行业,企业能力对品牌资产的影响要大于企业社会责任的影响。本研究为企业基于企业社会责任和企业能力提升品牌资产提供了理论依据。
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[37]田阳,王海忠,陈增祥.公司形象对消费者信任和购买意向的影响机制[J].商业经济与管理,2009,(9):65-72.
[38]王海忠,于春玲,赵平.品牌资产的消费者模式与产品市场产出模式的关系[J].管理世界,2006,(1):106-119.
[39]王海忠,赵平.公司品牌形象对经销商关系导向的影响——基于主导地位制造商的中国实证[J].中国工业经济,2008,(3):93-100.
[40]王海忠.不同品牌资产测量模式的关联性[J].中山大学学报(社会科学版),2008,48(1):166-168.
[41]詹姆斯·柯林斯.基业长青[M].北京:中信出版社,2009.
[42]周延风,罗文恩,肖文建.企业社会责任行为与消费者响应[J].中国工业经济,2007,(3):62-69.
[2]Aaker D A.Building strong brands[M].New York:The Free Press,1996.
[3]Ahluwali R and Gurhan-Canli Z.The effects of extensions on the family brand name:An accessibility-diagnosticity perspective[J].Journal of Consumer Research,2000,27(12):371-381.
[4]Anderson J C and Gerbing D W.Structural equation modeling in practice:A review and recommended two-step approach[J].Psychology Bulletin,1988,103(3):411-423.
[5]Berens G,van Riel C B W and van Bruggen G H.Corporate associations and consumer product responses:The mode-rating role of corporate brand dominance[J].Journal of Marke-ting,2005,69(3):35-48.
[6]Biehal G J and Sheinin D A.The influence of corporate messages on the product portfolio[J].Journal of Marketing,2007,71(4):12-25.
[7]Bigne-Alcaniz E,Curras-Perez R,Ruiz-Mafe C and Sanz-Blas S.Cause-related marketing influence on consumer responses:The moderating effect of cause-brand fit[J].Journal of Marketing Communications,2012,18(4):265-283.
[8]Brown T J and Dacin P A.The company and the product:Corporate associations and consumer product responses[J].Journal of Marketing,1997,61(1):68-84.
[9]Carrol A B.The pyramid of corporate social responsibility:Toward the moral management of organizational stakeholders[J].Business Horizons,1991,34(4):39-48.
[10]Chaudhuri A and Holbrook M B.The effects from brand trust and brand affect to brand performance:The role of brand loyalty[J].Journal of Marketing,2001,65(1):81-93.
[11]Chen R,Su S and He F.Does cause congruence affect how different corporate associations influence consumer responses to cause-related marketing[J].Australian Journal of Management,2014,39(2):191-206.
[12]Fornell C and Larcker D F.Evaluating structural equation models with unobservable variables and measurement errors[J].Journal of Marke-ting Research,1981,18(2):39-51.
[13]Gurhan-Canli Z and Batra R.When corporate image affects product evaluations:The moderating role of perceived risk[J].Journal of Marketing Research,2004,41(2):197-205.
[14]Kalra A and Goodstein R C.The impact of advertising positioning strategies on consumer price sensitivity[J].Journal of Marketing Research,1998,35(5):210-224.
[15]Keller K L and Aaker D A.The effects of sequential introduction of brand extensions[J].Journal of Marketing Research,1992,24(2):35-50.
[16]Keller K L.Conceptualizing,measuring and managing customer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
[17]Keller K L and Aker D A.The impact of corporate marketing on a company’s brand extensions[J].Corporate Reputation Review,1998,1(4):356-378.
[18]Keller K L and Lehmann D R.The brand value chain:Linking strategic and financial performance[R].Working Paper,Tuck School of Business,Dartmouth College,2001.
[19]Keller K L.Brand synthesis:The multidimensionality of brand knowledge[J].Journal of Consumer Research,2003,29(4):595-600.
[20]Kim S.Transferring effects of CSR strategy on consumer responses:The synergistic model of corporate communication strategy[J].Journal of Public Research,2011,23(2):218-241.
[21]King S.Brand-building in the 1990s[J].Journal of Consumer Marketing,1991,8(4):43-52.
[22]Madrigal R.The role of corporate associations in new product evaluation[A].in Stephen J Hoch and Robert J Meyer(Eds.).Advances in consumer research[C].Provo,UT:Association for Consumer Research,2000,27:80-86.
[23]Marin L and Ruiz S.I need you too!Corporate identity attractiveness for consumers and the role of social responsibility[J].Journalof Business Ethics,2007,71(3):245-260.
[24]Monroe K B.Pricing:Making profitable decisions[M].New York:McGraw-Hill,1994.
[25]Netemeyer R G.Developing and validating measures of facets of customer-based brand equity[J].Journal of Business Research,2004,57(2):209-224.
[26]Olson J C.Cue utilization in the quality perception process:A cognitive model and an empirical test[D].Unpublished Doctoral Dissertation,Purdue University,1972.
[27]Prisch J,Gupta S and Landreth S.A framework for understanding corporate social responsibility as a continuum:An exploratory study[J].Journal of Business Ethics,2007,70(2):125-140.
[28]Sen S and Bhattacharya C B.Does doing good always lead to doing better?Consumer reactions to corporate social responsibility[J].Journal of Marketing Research,2001,38(2):223-243.
[29]Sunde L and Brodie R J.Consumer evaluations of brand extensions:Further empirical evidence[J].International Journal of Research in Marketing,1993,10(1):47-53.
[30]Tversky A.Eliminationg by aspects:A theory of choice[J].Psychology Review,1972,79(3):281-99.
[31]Xie Y and Peng S.How do corporate associations influence customer relationship strength?The effects of different types of trust[J].Journal of Strategic Marketing,2011,19(5):443-454.
[32]Yoon Y,Gurhan-Canli Z and Bozok B.Drawing inferences about others on the basis of corporate associations[J].Journal of the Academy of Marketing,2006,34(2):167-173.
[33]曹光明,江若尘,陈启杰.企业联想、消费者—企业认同与消费者公民行为[J].经济管理,2012,(7):103-111.
[34]陈迅,韩亚琴.企业社会责任分级模型及其应用[J].中国工业经济,2005,(9):99-105.
[35]甘碧群,曾伏娥.企业营销行为的道德感知与测度:消费者视角[J].管理世界,2004,(7):86-92.
[36]刘佳刚.企业两类公开信息对消费者购买意向的影响研究[J].财经理论与实践,2011,32(5):113-118.
[37]田阳,王海忠,陈增祥.公司形象对消费者信任和购买意向的影响机制[J].商业经济与管理,2009,(9):65-72.
[38]王海忠,于春玲,赵平.品牌资产的消费者模式与产品市场产出模式的关系[J].管理世界,2006,(1):106-119.
[39]王海忠,赵平.公司品牌形象对经销商关系导向的影响——基于主导地位制造商的中国实证[J].中国工业经济,2008,(3):93-100.
[40]王海忠.不同品牌资产测量模式的关联性[J].中山大学学报(社会科学版),2008,48(1):166-168.
[41]詹姆斯·柯林斯.基业长青[M].北京:中信出版社,2009.
[42]周延风,罗文恩,肖文建.企业社会责任行为与消费者响应[J].中国工业经济,2007,(3):62-69.
引用本文
侯丽敏, 薛求知. 品牌资产构建:基于企业社会责任还是企业能力?[J]. 外国经济与管理, 2014, 36(11): 22–32.
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